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Using Trends by Triple Whale for eCommerce Benchmarking
Using Trends by Triple Whale for eCommerce Benchmarking
Chaim Davies avatar
Written by Chaim Davies
Updated over a week ago


Trends by Triple Whale is a powerful benchmarking tool tailored for the eCommerce industry, providing valuable insights into advertising performance across various ad channels. With its robust criteria and filtering mechanisms, this tool ensures that users receive the most relevant and useful data for their specific needs.

Using data from over 20,000 Triple Whale customers and presented in an easy-to-use dashboard, Trends allows you to uncover trends for the most common ad platforms like Google, Meta, TikTok, and a Blended view to understand the broad trends across all platforms.

What Data is Included

To maintain the reliability and relevance of the data, Trends applies specific inclusion criteria daily to each account included within the dataset:

  1. Valid Currency Conversion: Accounts must have a valid currency conversion process.

  2. Minimum Spend: Accounts should have a minimum ad spend of $100 USD.

  3. Ad Channel Reported Revenue: Accounts must report at least $100 USD in conversion value from ad channels.

  4. Return on Ad Spend (ROAS): The ROAS should be less than 50.

These criteria ensure that only accounts meeting these standards are included in the analysis, providing accurate and meaningful insights.

Cohort Filtering

Triple Whale's Trends data uses cohort filtering based on various shop attributes to provide marketers with insightful paid media KPIs and statistically significant cohort sample sizes. The filters include:

  1. Industry: The tool categorizes data into 13 different industries:

    1. Art

    2. Baby

    3. Books

    4. Clothing

    5. Electronics

    6. Pet Supplies

    7. Home & Garden

    8. Sporting & Goods

    9. Toys & Hobbies

    10. Health & Beauty

    11. Food & Beverages

    12. Fashion Accessories

    13. Other

  2. Average Order Value (AOV): This is divided into orders averaging more than $100 USD or less than $100 USD over the last 90 days.

  3. Gross Merchandise Value (GMV): This is categorized based on annual revenue over the last 365 days into less than $1M, $1M to $10M, and over $10M.

These filters help marketers understand performance metrics relevant to their specific industry and business size.

Trending Metrics

The Triple Whale ecosystem runs on data - and lots of it. It’s how our customers make better decisions, and the Trends Tool can show you the results of those decisions across our entire subscriber base, for the following metrics:

Available Metrics:

  • Cost-per-Acquisition (CPA): cost to acquire one paying customer

  • Cost-per-Click (CPC): amount spent for each click on an ad

  • Cost-per-Mille (CPM): cost per thousand impressions (mille = Latin for thousands)

  • Return on Ad Spend (ROAS): amount of revenue earned for every dollar spent on a campaign

With views from Meta, TikTok, Google, and Blended metrics from Triple Whale (which include Meta, Google, TikTok, Bing, Twitter, Amazon, Pinterest, and Snap), you can see how your data stacks up against a large swath of the Shopify ecosystem.

Data Graph

You can use the tool to create a graph comparing the benchmark data to your data. The bonus to signing up through Trends: if you decide to give Founders Dash a try, we’ll already have all of your data imported (for free, and a huge time saver).

In the graph below, we compared CPA and CPM data for a brand in the Clothing industry with AOV over $100 and annual revenue $1M-$10M for a one-week period. It’s easy to visualize any differences between your brand’s data and the benchmark data, which leads us to how useful this is for brands.

Frequently Asked Questions

1. Which ad platform data is included in the Blended metrics?

  • Blended metrics only include data from ad platforms (Facebook, Google, TikTok, Bing, Pinterest, Amazon, Snapchat, and Twitter), and do not include any data from our Pixel or Shopify.

2. What is the minimum size dataset for any given day?

  • Minimum account requirements are enforced. Data will not be shown for days with less than 20 accounts, a warning is issued for 20-50 accounts, and 50+ accounts are considered sufficient for significant data.

3. Is there a lookback window limit?

  • There is a maximum lookback window of 90 days, with a comparison period of 180 days

4. How fresh is the data?

  • Data is always presented with a one-day lag, so the most recent data you can query is yesterday’s data.

5. How are the metrics calculated?

  • Each cohort value is calculated by summing the component values and then dividing the aggregates. SUM(X) / SUM(Y)

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